Biography
Dana Karanovic is a business leader with over a decade of experience in
international companies and the next-generation product industry. She holds a
degree in Marketing and Management from the University of Belgrade.
She spent ten years at Philip Morris International, where she developed strong
expertise in commercial strategy, brand building, and innovation, with a particular
focus on Reduced-Risk Products (RRP) from 2017. During this time, she contributed
to the development and growth of new product categories aimed at transforming the
nicotine industry.
Dana currently works at Japan Tobacco International, where she leads the Reduced-
Risk Products category across the Adriatica region. In this role, she oversees end-to-
end category strategy and development across eight markets, with a focus on
sustainable growth in a highly regulated industry.
She is passionate about building future-oriented product categories and driving
transformation in complex market environments.